MEF Quarterly Magazine 2023 - ISSUE 10

JULY 2023 | ISSUE NO. 10
MEF WEBINAR
MEF BUSINESS
MESSAGING YEARBOOK
WHAT’S IN IT, AND WHY DID
WE DO IT?
MEF EVENTS
FROM THE
LAST QUARTER:
INDIA, IRELAND, ITALY, USA,
SWEDEN & MORE
ROADMAP 2024
INTERVIEW
CARLOS
VILLANUEVA
5 MOST IMPORTANT
ENABLERS FOR
TELCOS AND
WHOLESALE CARRIERS

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C N T E N T S
4 - A MESSAGE FROM THE CEO
8 - MEMBER UPDATE
9 - NEW MEMBERS
10 - EVENTS
11 - MEF CONNECTS INDIA
15 - MEF CONNECTS BUSINESS
MESSAGING
19 - MEF LEADERSHIP FORUM ITALY
23 - MEF MEET-UP WASHINGYON,, D.C.
25 - MEF CONNECTS ID & AUTH
29 - MEF CONNECTS NORDICS
34 - UPCOMING EVENTS
40 - ROADMAP 2023/24
42 - MEF WEBINAR
50 - WORKING GROUPS
58 - INSIGHTS
59 - MEF REPORTS
70 - INITIATIVES
71 - ANTI-SMISHING – SMS PROTECTION
REGISTRIES
72 - SUSTAINABILITY
74 - ABOUT MEF
60 - INTERVIEW
5 MOST IMPORTANT ENABLERS FOR
TELCOS AND WHOLESALE CARRIERS
CARLOS VILLANUEVA

Anybody landing on our website and seeing what MEF is all about will be hit with our three
I's – Insight, Interaction and Impact. Those three words describe exactly what we as an
organisation are about and the past three months have seen a huge burst of energy flow
through the wider MEF community. Our face-to-face events schedule kicked off with a real
bang at the start of the year in Malaysia on January 11th and 12th and we haven’t looked
back…
We supersized our presence at Mobile World Congress (MWC) in Barcelona and the
content put together and delivered, the host of networking opportunities put on for
members, all was met with real approval by the people that truly count – you the
members.
With 10/12 Board members being elected by all of the full MEF members, MEF truly is
member led. We are unique too in just how neutral we are. The number of partnerships we
have with other trade organisations all over the globe is expanding and we’re doing
everything possible to collaborate on industry initiatives that truly make an impact. Growth
across Mobile is great but there is little point to that if it is both unsustainable and
negatively impacts mobile subscribers, consumers the world over. Since MEF started over
20 years ago, the issues of anti-fraud and consumer protection have been front and
centre in so much that members do here within the organisation. Even more such initiatives
are coming into being too.
M O B I L E E C O S Y S T E M F O R U M | 4

All of the above is clearly resonating with an expanding audience, no better reflection of
this being the number of new members swelling our ranks. And we’ve just gone through the
200 member barrier which is a real milestone to be celebrated. This past quarter alone, 22
companies have joined which means our membership has increased 12% in just three
months. Let’s keep this growth going too; word-of-mouth is more effective than paid ads
so if you’re seeing tangible benefits to being active in MEF, then don’t be shy in
recommending us! After all, MEF membership can practically benefit almost any type of
organisation.
You, our members, are what makes MEF a real force to be reckoned with and I look
forward to meeting so many of you at industry events over the next quarter in person. I am
sure – no, in fact I know! - you will like reading this great summary of what MEF and its
members have been up to the past three months. Enjoy and see you soon.
DARIO BETTI CEO
M O B I L E E C O S Y S T E M F O R U M | 5

JOIN MEF
ACCELERATING YOUR
MOBILE OPPORTUNITIES
M O B I L E E C O S Y S T E M F O R U M | 6

M E M B E R S
M E M B E R S | 7

MEMBERS UPDATE
MEF has been exceptionally busy the last
Quarter and it was great to see so many of you
at our events in Rome, Washington DC, London
and Stockholm.
In July we will be in Toronto, Canada for the very
first time and we are thrilled to announce the
partnership between MEF and the Canadian
Telecommunications Association to host a oneday
Leadership Forum focusing on the latest
trends and technologies in text messaging. The
event is taking place in the stunning Hyatt
Regency Toronto on the July 18th and will be
followed by an exclusive networking
reception/MEF Meet Up. This event will feature
industry leaders from Kids Help Phone,
Netnumber, Cisco, Twilio, Sinch, Bell, Rogers, and
Telus, as well as keynotes from industry
visionaries, panel discussions on major industry
challenges, and innovative talks from startups.
Join us as we celebrate 20 years of A2P
messaging in Canada!
We also wanted to highlight MEF CONNECTS The
Future of Fraud Prevention which we are hosting
on the September 5th in London. The
overarching theme for the conference is: How
can the mobile ecosystem effectively combat
mobile fraud. The event will focus on all types of
mobile fraud, including Voice fraud, Messaging
fraud, Phishing, Wholesale fraud, Content fraud,
Payment fraud, IoT telecom fraud, Identity fraud,
Biometrics and Advertising fraud as well as best
practices for prevention and mitigation. There
will be a MEF Meet Up networking drinks
reception immediately after the conference.
Registration is free, but spaces are limited so
keep an eye on the registrations.
In other updates:
MEF supported Messaging and SMS World
and MEF Members received 10% Discount
on the tickets
Check out the new reports
: MEF Anti-Fraud Yearbook 2023
MEF’s 9th Annual Trust Study
Get to know new members - 5 minutes
with...
Arelion
Dharam Digital
nexG Platforms
it.com;
BSG
Get involved in MEF’s sustainability agenda
– To stimulate action by MEF Members, a
series of web-based sustainability sessions
were organized in 2022 and will be
continued later in 2023 and beyond. In this
way MEF hopes to contribute positively to
stimulate CO₂ reductions by you, our
members.
Finally, as you are hopefully aware by now,
MEF is aiming to provide neutral and trusted
data on the business messaging market which
will be made available to our membership.
Specifically, we aim to research and produce
traffic volumes and overall spend by each of
200+ markets globally – starting with A2P SMS.
All MEF business messaging data will only be
available to MEF members. It will not name
individual companies and will not be marketed
or sold externally. To do this, however, we
would appreciate your valuable insight. Please
contact Gavin for more information.
EWA PEPPITT
GLOBAL MEMBER MANAGER
M E M B E R S | 8

NEW MEMBERS
A warm welcome to the members who have recently joined MEF.
You can see their profiles on our website, and you will have the opportunity to
meet them via the Working Groups and upcoming events.
M E M B E R S | 9

E V E N T S
E V E N T S | 1 0

FROM THE LAST
QUARTER
On April 13th and 14th MEF Members and
guests from across the Business Messaging
industry gathered in Mumbai India, to discuss
a host of issues facing the sector, including
trust, security, the role of MNOs, commercial
models and how the benefits of Business
Messaging can be brought to a wider
audience.
Supported by sponsor Globe Teleservices,
the event was a huge success with over 100
MEF Members and guests from 30+
organisations meeting in person to discuss
the huge range of topics over two days, and
of course to network and enjoy each other’s
company, with a view to positively impacting
the Messaging world across India!
Stay tuned to the MEF Minute for more
coverage from the event, but for now enjoy a
selection of pictures from the 2 days.
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MEF CONNECTS India 2023 was THE place to hear from stakeholders from across Mobile in
India. Business Messaging proved to be the primary focus, but Personal Data & Identity related
issues figured heavily too, The latest developments and use-cases from aggregators, CPaaS
providers, MNOs, OTTs, technology suppliers and enterprises were all showcased in a series of
lively physical panel discussions. MEF will be back in India next year so keep an eye out for that
event!
Watch Here
E V E N T S | 1 4

MEF Members met in Dublin in April for
our fully hybrid (face-to-face and
virtual) MEF CONNECTS Business
Messaging event for 2023. The event
showcased the latest developments
and use-cases from aggregators,
CPaaS providers, MNOs, OTTs,
technology suppliers and featured a
stellar line-up of expert speakers and
brands.
The whole show is available to watch
online now – and stay tuned to the MEF
Blog as we’ll take a closer look at some
of the sessions in detail in the coming
weeks, but for now, check out a selection
of the photos from the 2 days in Dublin.
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This fully hybrid MEF event was THE place to hear from stakeholders from across the globe
who shared everything you need to know about how to ace Business Messaging, all while
protecting consumers.
We showcased the latest developments and use-cases from aggregators, CPaaS providers,
MNOs, OTTs, technology suppliers and enterprises. Global brands such as Uber told us how
they chose their digital channels and suppliers. A truly global perspective.
Watch Here
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MEF Members met in Rome for a unique
Leadership Forum, where key players
including industry leaders, policymakers
and regulators met to talk about
interaction, orientation and support
necessary to reenergise the tenth
largest economy in the world.
The day consisted of panels, interviews
and keynote speeches covering Italy’s
Telecommunications
policies,
investments, digital identity and
payments, the potential of 5G, the
ongoing development of Metaverse and
new services, including emerging trends,
the Italian Metaverse, NFTs, and
eSports.
The sessions will be available to watch
online soon – and stay tuned to the MEF
Blog as we’ll take a closer look at some
of them in detail in the coming weeks,
but for now, check out a selection of the
photos from the event.
E V E N T S | 1 9

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Is Italy building the right digital infrastructure to power up a stronger country? Can it play a
leading role in the making of the Fourth Industrial Revolution? Lagging years behind South
Korea, China and the US in the roadmap for the 5G rollout, will Italy make up time?
In order to get the answers, the Mobile Ecosystem Forum hosted the leaders from Italian
telecom, and the new world of mobile services in Rome . Reenergising the tenth largest
economy in the world will require an unprecedented level of collaboration between business,
the public sector and broader stakeholders in society. MEF Leadership Forum Rome brought
together the key players: industry leaders, policymakers and regulators to talk about
interaction, orientation and support to the change.
Watch Here
E V E N T S | 2 2

MEF Director of Programmes James Williams was in Washington for International Telecoms
Week, networking with MEF Members and guests at the event and a MEF Meet Up, here he shares
his impressions so far…
International Telecoms Week might have been a
fixture on the conference circuit for many years
but last year was the first time I had ever
attended – I should have done so earlier! It
proved to be a great forum for meeting so many
MEF Members, and all in one place!
In 2022 there was a great turnout and this year
proved to be more of the same. Quite literally
thousands of delegates from around the world
working across telecoms and digital
infrastructure coming together to get real
business done as well as discuss all aspects of
the industry.
MEF has had a long-term partnership with
Capacity Media who produce the event and
this year I put together the messaging related
track of panel discussions with Capacity’s
conference producer James Netherwood. All
the major food groups were hit – CPaaS
growth, conversational commerce, commercial
models related issues, regulation, personal
data and identity! You name it, the four panels
covered the lot.
For MEF, ITW proceedings actually got off the
ground when I had the honour of managing
and refereeing the LANCK Connect Cup on the
morning of Sunday May 14th.
E V E N T S | 2 3

A great initiative from MEF member LANCK
Telecom, this brought together so many from the
messaging world in a series of fun football games
and this will be repeated next year for sure so
keep your eye out for that next year too. I am
not exactly football’s No.1 fan globally but I had a
terrific time and the camaraderie was wonderful.
Talking about excellent gatherings, MEF ran a
Meet-Up on May 15th and 100 people came
through the course of the evening. There was a
lovely relaxed atmosphere and great drinks and
food ensured all enjoyed the event.
You can imagine just how many networking
events are made available for the delegates but
the high turnout said it all: MEF really does
provide a great neutral platform for interaction
and events such as this are only made possible
thanks to the generous sponsorship of MEF
members.
Our event this year at ITW was kindly sponsored
by netnumber Global Data Services so thanks to
Steve Legge, John Coleman, Buffy Harakidas and
their whole team for getting fully behind this
initiative!
Netnumber have really embraced all the
opportunities MEF provides across working
groups and all our other engagement platforms
and I caught up with the netnumber team in
person again, this time at MEF CONNECTS
Nordics on May 31st and June 1st.
If you, like netnumber, want to take advantage of
everything MEF membership confers upon those
active within the community, then feel free to
contact me directly to find out how you can join
MEF and be part of the growth of a truly healthy
mobile ecosystem for all global – and all of
course helping to grow your brand presence and
recognition!
E V E N T S | 2 4

At this year’s MEF CONNECTS Personal
Data and Identity event we moved our
focus from the individual to the concept
of organisational identity; a new
approach for combating fraud at the
source, securing and streamlining online,
offline, and ‘phygital’ engagements, and
re-establishing trust throughout the
world’s economies. Organisational
identity establishes a root of trust; not
just for an organisation but also for its
agents—employees, messages,
machines, and bots.
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There are two sides to every engagement: for years, we’ve focused on the individual. We’ve
leveraged personal data and individual identity to authenticate individuals, comply with know
your customer (KYC) and similar regulations, combat and mitigate fraud, and serve people by
streamlining engagements along every step of the journey. This focus has served us well, but it
is time to recognize the other half of the engagement equation—organisational identity.
Watch Here
E V E N T S | 2 8

MEF Director of Programmes James Williams met with Members and guests at MEF CONNECTS
Nordics and Meet Up for our first ever in-person events in Sweden. The show will be available to
watch online soon, for now here James shares an overview.
Our MEF Meet Up and MEF CONNECTS Nordics
events proved to mark a couple of firsts for the
organisation – the first full, live MEF event in
Sweden in MEF’s history and other than any MEF
organised events limited to mobile operator
attendance only, the first in 20+ years which had
been open to all MEF members where c. 70% of
all attendees came from operators. And all four
operators from the host country Sweden were
present and correct.
This made for a refreshing dynamic and it’s fair
to say all attending really enjoyed what MEF had
laid on.
I’d like to immediately express my personal
gratitude to Telia Company for really stepping
up and making their fantastic conference room
available to us for the MEF CONNECTS Nordics
event on June 1st.
Proceedings kicked off in Stockholm with a
chilled but classy networking event (which MEF
call a ‘Meet Up’) on the evening of May 31st at
the Radisson Blu Royal Viking hotel in central
Stockholm. We were able to take over their 9th
floor rooftop bar for the event and were
treated to lovely views and an atmosphere
which really allowed all attending to get down
to the business of building relationships and
getting business done.
E V E N T S | 2 9

So now, back to the main event on June 1st…
The eight panel discussions through the day
covered practically every area of Business
Messaging I can think of. Whether it’s regulation,
commercial models, anti-fraud (naturally
Artificially Inflated and Generated traffic figuring
highly in discussions), how to truly bring CPaaS to
a wider audience, a frank discussion looking at all
angles of richer channels such as WhatsApp, RCS
Business Messaging (RBM) and Viber and how
the industry can really benefit and make money
from them, changes across the world in how
authentication is being done, a deep-dive into
the world of mobile subscriber intelligence with a
focus on opportunities for operators, we covered
all this, and more.
My next two stops were Messaging & SMS
World in London on June 19th and 20th and
then the GSMA FASG #26 meeting in
Bucharest which I attended on June 27th and
28th. I caught up with many of you reading this
post in person. I hope you enjoyed all the
content MEF produces across so many
different areas of Mobile.
And last – but absolutely, by no means least –
should you be reading this and not be a MEF
member but you’d like to change that, then
feel free to drop me a line directly – I can
definitely help you with that!
Representation from all the four mobile
operators in Sweden (3, Tele2, Telia and Telenor)
meant that we were able to get a superb handle
on how they were approaching areas such as
consumer trust, CPaaS, how far along they were
with RBM, their plans for mobile subscriber
intelligence, and we heard from them what they
are looking for from other stakeholders to truly
make all their aims a reality. Having Google in the
house for the full duration of the event afforded
all present the opportunity to hear from them
about their plans for RBM too which added real
value for many there.
As most of you already know, MEF is a neutral
not-for-profit member-led organisation and our
events in the real world rely on sponsorship from
members to make them possible.
Only members are allowed to sponsor. So, thank
you Cisco, ENEA AdaptiveMobile Security, Infobip,
Messente, netnumber Global Data Services, Telia
Company and XConnect for being there with me
this week and truly understanding the
opportunity going that extra step of sponsoring
provides. Watch this space as we might just be
heading back to Stockholm in 2024 too for
another MEF event.
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MEF CONNECTS Nordics was the place to hear from stakeholders from across Mobile in the
Nordic region. Covering Business messaging and more, we showcased the latest developments
and use-cases from aggregators, CPaaS providers, MNOs, OTTs, technology suppliers and
spoke with enterprises.
Watch Here
E V E N T S | 3 3

The MEF and the Canadian Telecommunications Association
Announce Partnership for Canadian Focused Leadership
Forum
The MEF and the Canadian Telecommunications Association
are proud to announce their partnership to bring the
industry together for a one-day event in Toronto on
Tuesday, July 18th, 2023. The event will focus on the latest
trends and technologies in text messaging, including the role
of trust, identity, and interoperability.
Register Here
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Mobile Communications are used by billions of people around the world and a
growing target for fraudsters globally. Mobile is emerging as the centre of digital
transformation and with that increasingly at the centre of attacks: communications,
payments, verification, ecommerce are now intertwined with mobile networks.
In response to growing concern and a unified desire to combat fraud, MEF is
pleased to announce the “Future of Mobile Fraud Prevention” event. This event will
focus on new practices and solutions to help businesses protect themselves,
consumers, and brands from fraud. The event will bring together regulators,
operators, carriers and brands for a lively discussion and expert insight on how the
ecosystem can work together to eliminate fraud and bring trust to text messaging.
Join MEF Members and key industry stakeholders on the 5th September in London.
Register Here
E V E N T S | 3 7

The Connected Future is an event that will
explore how the Internet of Things (IoT) is
transforming our lives. From the latest trends
and innovations to the future potential of IoT,
this event will feature keynote speakers, panel
discussions, and case studies to provide
attendees with a comprehensive
understanding of the impact of IoT technology.
Attendees will learn about the importance of
security and privacy in IoT devices, how
businesses are being transformed across
industries, and best practices for designing for
IoT. There will also be a conversation with
experts in the healthcare industry about the
use of IoT devices in medical settings and the
potential impact on patient care.
In addition, there will be an exploration of the
ethics of IoT technology, including issues of
privacy, data ownership, and potential biases.
The event will wrap up with closing remarks
and next steps for attendees to continue
learning about IoT.
This event is perfect for anyone interested in
the future of technology and the impact it will
have on our lives. Whether you’re a business
owner, entrepreneur, or simply curious about
the latest trends, this event is a must-attend
for anyone looking to stay ahead of the curve.
Register Here
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26-29
JUNE
MEF FEATURING AT
GSMA FASG#26
BUCHAREST - ROMANIA
18
MEF MEET-UP
CANADA
JULY TORONTO - CANADA
18
JULY
LEADERSHIP MEF CONNECTS FORUM
CANADA
TORONTO - CANADA
22-23
AUGUST
MEF FEATURING AT
LONDON DOMAIN SUMMIT
LONDON - UK
5
SEPTEMBER
MEF CONNECTS
SECURITY & ANTI FRAUD
LONDON - UK
7
SEPTEMBER
MEF CONNECTS
MEET UP
IoT
ONLINE - UK TIME
18
SEPTEMBER
MEF MEET-UP
AMSTERDAM - GCBS
AMSTERDAM - NETHERLANDS
19-20
SEPTEMBER
MEF FEATURING AT
INFORMA’S GLOBAL CARRIER
BILLING SUMMIT
AMSTERDAM - NETHERLANDS
26
SEPTEMBER
LEADERSHIP FORUM
USA
LAS VEGAS - USA
26
SEPTEMBER
MEF MEET-UP
LAS VEGAS
LAS VEGAS - USA
3
OCTOBER
RCS WORLD
PARIS - FRANCE
9-10
OCTOBER
MEF FEATURING AT
WORLD TELEMEDIA
MARBELLA - SPAIN
10-11
OCTOBER
MEF CONNECTS
WHOLESALE
ONLINE - UK TIME
24
OCTOBER
MEF LEADERSHIP CONNECTS FORUM
BRAZIL
SÃO BARCELONA PAULO -- BRAZIL SPAIN
24
OCTOBER
MEF MEET-UP
SÃO PAULO
SÃO PAULO - BRAZIL
13
MEF MEET-UP
ROUNDTABLE
CAPE TOWN
14 AFRICA
NOVEMBER CAPE TOWN - SOUTH AFRICA
NOVEMBER
NOVEMBER
CAPE TOWN - SOUTH AFRICA
21-22
MEF FEATURING AT
GLOBAL TELECOMS REIMAGINED
AMSTERDAM - NETHERLANDS
27
NOVEMBER
AGM
LONDON
LONDON - UK
27
NOVEMBER
MEF MEET-UP
LONDON
LONDON - UK
28-29
NOVEMBER
MEF CONNECTS
OMNICHANNEL
LONDON - UK
5
DECEMBER
LEADERSHIP FORUM
WHOLESALE EUROPE
PARIS - FRANCE
E V E N T S | 4 0

10
JANUARY
MEF MEET-UP
KUALA LUMPUR
KUALA LUMPUR - MALAYSIA
11
JANUARY
MEF CONNECTS
MOBILE CONTENT & PAYMENTS
KUALA LUMPUR - MALAYSIA
21-24
JANUARY
MEF FEATURING AT
PTC
HONOLULU - HAWAII
5
FEBRUARY
MEF MEET-UP
MIDDLE EAST
DUBAI
6-8
FEBRUARY
MEF FEATURING AT
CAPACITY MIDDLE EAST
DUBAI
25
FEBRUARY
MEF LOUNGE
BARCELONA - SPAIN
25-26
FEBRUARY
GLOBAL FORUM
BARCELONA - SPAIN
25-26
FEBRUARY
CLUB MEF + EXPO
BARCELONA - SPAIN
26
FEBRUARY
MEF ELECTIONS
BARCELONA - SPAIN
26
FEBRUARY
MEFFYS AWARD
SHOW + PARTY
BARCELONA - SPAIN
27
FEBRUARY
MEF @ MWC BARCELONA
THE FUTURE OF MOBILE SUMMIT
BARCELONA - SPAIN
18
MARCH
MEF MEET-UP
MIAMI
MIAMI - USA
19
MARCH
LEADERSHIP FORUM
AMERICAS
MIAMI - USA
9APRIL
RCS WORLD
AMERICA
NEW YORK
16
APRIL
MEF MEET-UP
INDIA
DELHI
17
APRIL
MEF CONNECTS
INDIA
DELHI
7MAY
MEF MEET-UP
ROME
RIOME - ITALY
7MAY
LEADERSHIP FORUM
ITALY
ROME - ITALY
14-17
MAY
MEF FEATURING AT
ITW
WASHINGTON, D.C. - USA
15
MAY
MEF MEET-UP
WASHINGTON - ITW
WASHINGTON, D.C. - USA
21 ID & AUTH: PD&I
MAY LONDON - UK
MEF CONNECTS
4-5
JUNE
MEF FEATURING AT
MESSAGING & SMS WORLD
LONDON - UK
11
JUNE
MEF MEET-UP
STOCKHOLM
STOCKHOLM - SWEDEN
12
JUNE
MEF CONNECTS
NORDICS
STOCKHOLM - SWEDEN
16
MEF MEET-UP
CANADA
JULY TORONTO - CANADA
16
JULY
LEADERSHIP MEF CONNECTS FORUM
CANADA
TORONTO - CANADA
17
JULY
MEF MEET-UP
CONNECTS
JAKARTA
JAKARTA - INDONESIA
E V E N T S | 4 1

MEF WEBINAR:
THE MEF BUSINESS MESSAGING YEARBOOK
WHAT’S IN IT, AND WHY DID WE DO IT?
MEF launched the first ever yearbook for the business messaging community. The
publication was greeted with delight and a degree of relief by stakeholders and interested
parties. Here, at last, was a comprehensive review of everything that matters in the $48
billion A2P mobile messaging space.
More specifically: the yearbook presented the latest market forecasts, plus analysis of the
most compelling trends – OTT channels, new commercial models, emerging technology,
fraud, regulation and more.
The yearbook is a much-needed resource. And the MEF was the logical source to deliver it.
In fact, no other organisation can rival its credentials. MEF’s Business Messaging
workstream is where the industry gathers to talk, collaborate and launch new initiatives.
Tim Green, MEF Features Director, edited the Business Messaging yearbook. In this
exclusive webinar he chats to MEF’s director of programmes James Williams about the
genesis of the project, its content and its aims.
W E B I N A R | 4 2

ON DEMAND
W E B I N A R | 4 3

AN INTRODUCTION TO BUSINESS MESSAGING IN
THE MIDDLE EAST
Did you know that business messaging is a
rapidly growing industry in the Middle East? CBO
of SAMA Telecom Mariam Shaer shares an
overview of the recent webinar, Sponsored by
SAMA, titled “Business Messaging: What’s
happening in the Middle East” where she was
joined by panellists from some of the major telco
groups and OTT players in the region; Omantel,
Vodafone, E& and Rakuten Viber.
Growth Trends and Pillars of Business
Messaging in MENA Region
The event was a resounding success with the
healthy participation of an audience from all
across to learn about growth opportunities and
challenges in the MENA region. We believe it was
an insightful and unique webinar on business
messaging specific to our region.
During the Webinar, I had an opportunity to
share insights including robust growth trends in
comparison to the rest of the world, pillars of
growth, market size, and key players.
Collaboration: Key Driver for Growth in Business
Messaging
I stressed the collaborative approach as the key
driver to ensure growth. “Success in business
messaging business can only be achieved
through a collaborative approach which includes
the full ecosystem i.e., enterprises, telcos,
technology, and aggregators to fulfil the best
customer experience considering their safety on
the top. With visionary leadership, appropriate
Govt. policies, agility, adaptability to innovation
and technology, the Middle East possesses the
necessary attributes to see significant growth in
business messaging.”
It was exciting to learn how all the speakers were
engaging the audience with their expertise on
different topics and challenges in the region
namely different commercial models
authentication channels, regulatory policies,
grey route challenges, and OTTs plans. It was
also mentioned that all stakeholders should
continue to strive for the best customer
experience and formulate their policies
accordingly.
Challenges Faced by the Business Messaging
Industry in the Middle East
Nadir Patel, GM Carrier and Roaming Services
at Omantel, emphasized that ‘’the Messaging
ecosystem has to broaden its scope by
focusing on the untapped enterprise market
focusing on the SME and growing individual
entrepreneurs, offer unified communication
options in the market through partnerships
and making communication channels
accessible, simple and hassle-free. Regulations
and registration processes need to be
simplified to encourage genuine growth and
industry players need to work together to flush
out the grey traffic.”
Viber’s Perspective on Chat Apps and
Collaboration
Cristina Constandache, CRO of Rakuten Viber,
stated that “Participating in the MEF’s Middle
East: What’s happening with Business
Messaging webinar was an insightful
experience. The discussion provided a wealth
of knowledge on the latest developments in
the Middle Eastern market, with a great focus
on innovations. Chat apps are gaining
popularity among customers and brands in the
Middle East and Viber sees this as a potential
for collaboration. Telecommunications
companies, such as Sama Telecom, already
offer connectivity as a service, supporting a
variety of channels. Cooperation between
MNOs, telecom providers, messaging apps,
and enterprises is the natural way forward to
create convenient omnichannel customer
experiences and grow revenues.”
W E B I N A R | 4 4

Seamless and Secure Customer Experience
Tamara Al Bakri, Head of Roaming and
Interconnect at Vodafone Qatar highlighted that
“Seamless, fast, flexible, and secure channels are
what the customers expect. Operators and
providers must understand the customers’
preferences and offer the right channels that
best align with the interest of each segment.
Messaging grabs consumer attention faster than
other tools used for marketing, with more than
98% open rate puts the messaging channel as
one of the leading trusted channels, in my
opinion, monetization and reasonable pricing
strategy define the lifetime of this channel.”
A2P/P2P Messaging: Here to Stay
Gabriela Ghencea, Senior Manager Mobility Sales
at e& added that “While new technologies
created new opportunities, SMS services don’t
need internet, technical knowledge and they
keep people connected. With the exponential
increase in the number of mobile phones in
addition to the growth, reach, and customer
engagement A2P messaging provided, it looks
like A2P / P2P is here to stay and guarantee
that our customers remain our priority. As a
leading MNO in the region, we are creating the
right eco-system for our partners in
collaboration with the regulatory department, to
provide reliable, direct, and secure channels to
reach their end-users.”
The neutral platform MEF offers all its
members to collaborate, share industry best
practices and indeed educate all stakeholders
is valuable and can be leveraged to great
effect to counter the challenges detailed by all
participants in the webinar, in all their forms.
We look forward to continuing to welcome
more organizations from the Middle East to
MEF!”
Conclusion: Unlocking the Full Potential of
Business Messaging in the Middle East
We are grateful to all the speakers for their
participation and sharing insights. We look
forward to organizing similar webinars or
round-tables specific to the region or exciting
topics in the future as it is important to
conduct such webinars. Let’s delve deeper into
the Middle East market and unlock its full
potential by sharing our knowledge and
insights.
MARIAM SHAER
SAMA TELECOM CBO
Importance of the Mobile Ecosystem Forum
(MEF) for the Middle East
Back to the importance of MEF, James Williams,
Director of Programs, stated that “It’s fantastic
to see growing representation from companies
located in the Middle East across the Mobile
Ecosystem Forum community. It’s clear that the
Business Messaging market in the region, whilst
strong and growing faster than the average
across the globe, is facing its fair share of
challenges.
W E B I N A R | 4 5

THE RENAISSANCE OF MESSAGING
MEF CEO Dario Betti was recently joined by
Vibes CEO and co-founder Jack Philbin on a
webinar to discuss further the ideas first
presented at the MEF Leadership Forum in
Miami, where he explored observations from
over 20 years in the industry; where it’s headed
next, and why SMS is the most valuable channel
for marketers – as well as why we have to do
everything we can to seize, capture and protect
it.
It’s clear we’ve recently passed a tipping point
for business-to-consumer messaging. We’re all
getting more appointment reminders via text.
We’re all getting more shipping notifications via
text.
We’re all resetting passwords and confirming
our ID with a code sent to our most personal
device. These experiences with messaging are all
simple and have high utility, both to ourselves
and to the business with whom we interact.
Furthermore, these use cases have shifted our
mode of thinking and are enabling a comfort and
trust with messaging that has the mass market
now communicating with the businesses that
serve them at unprecedented rates.
Proof of this mindset shift lies in the fact that
there’s now little holding consumers back from
typing their mobile number into POS terminals to
identify and match to a rewards profile at the
grocery store or pharmacy. It’s become part of
the daily lingua fraca of becoming a better
consumer, and it all takes place on the
smartphone, not via email.
The cold reality is that email is simply not
interactive – and email open rates are now in
the single-digits. Just try and find a teenager or
an early 20-something who relies on email for
their daily communication, as opposed to text,
and you’ll be looking for far longer than you’d like.
Two-way interactions are the expectation. The
same expectations we have of our closest
friends and relatives applies equally to the
businesses who engage with us on the most
intimate channel that is native to our most
personal device.
If it’s not seamlessly interactive, distractions
can easily derail a communication attempt.
The estimated adult attention span today is 8
seconds – “beating” the 9-second attention
span of a goldfish – so if the message doesn’t
land, then the marketer risks disrupting a
consumer’s day with a distraction they don’t
value.
With this surge of messaging we’ve also seen
that, sometimes, you don’t have to reinvent
the wheel. The resurrection of the QR code has
become one of the easiest entryways into this
two-way, interactive world. What was it that
drove the QR code comeback? It just came
down to how easy and convenient it was to
use, particularly when Apple and Android
devices built QR code scanners into their
native cameras. The pandemic then drove the
adoption as seemingly the entire population
began scanning menus at diners and white
tablecloth restaurants alike.
Now that smartphone usage and life on-thego
travel hand in hand, nobody wants to be
met with barriers to interaction if they can
avoid it. Scanning something that links to
precisely what the consumer wants is the new
way of consumer + brand relationship building.
The proliferation of newer mobile channels is
on the rise as messaging as an interactive
communications channel becomes increasingly
apparent. Just look at WhatsApp, which has
over 2 billion monthly users and delivers over
100 billion messages per day globally. WeChat
users send 45 billion messages every single
day in China alone.
W E B I N A R | 4 6

This suggests that the world is beginning to
revolve around messaging, and shows that it has
the potential to enable an infinite dialogue that
can encompass every imaginable consumer
interaction. As such, brand marketers should
already have a plan for implementing mobilefirst
strategies like SMS, push, mobile wallet and
more. The challenge for them, however, will be to
bring as much of the customer experience —
ranging from customer support to commerce
and loyalty — into a messaging-based
experience as rapidly as possible.
JACK PHILBIN
CEO & CO-FOUNDER VIBES
W E B I N A R | 4 7

CHECK OUT MORE
ON DEMAND
BUILDING AN INTELLIGENT, DATA-
BASED FRAUD PROTECTION
ECOSYSTEM IN AN EVOLVING MOBILE
LANDSCAPE
THE DAWN OF SYSTEMIC TRUST
BETWEEN BRANDS AND THEIR MOBILE
CUSTOMERS
THE ANATOMY OF PRICE LISTS
AND INVOICE MANAGEMENT
FOR BUSINESS MESSAGING
FRAUD, THE MOBILE ECOSYSTEM AND
NUMBER VERIFICATION: PREVENTION,
APPLICATION AND MORE
W E B I N A R | 4 8

UPCOMING
W E B I N A R | 4 9

W O R K I N G G R O U P S | 5 0

We're back with another update on what's
happening in the IoT Working Group.
The IoT virtual event has been rescheduled from
July 11th to September 7th due to scheduling
conflicts and the summer holidays.
The global IoT industry has matured in the past
year, with companies focusing on operational
efficiencies, cost reduction, and security.
However, challenges still need to be addressed,
such as data interoperability, high deployment
and maintenance costs, and security concerns
around device connectivity.
As always, if you have any questions or
concerns, please don't hesitate to reach out to
us. We appreciate your continued support and
look forward to seeing you at our upcoming
working groups.
At a recent PD&I event in London, we discussed
security concerns for device connectivity in the
context of IoT in Healthcare. We explored
patient data anonymization, patient monitoring
technology, regulatory bodies and data security,
BTLE devices and patches/wearables for
patient monitoring, security issues and solutions
for IoT devices, and the importance of identity
and verification in security. We also talked about
the impact of IoT on privacy and identity
protection. You can catch up by listening to our
on demand content if you missed the event.
W O R K I N G G R O U P S | 5 1

For PD&I, this last month has been a whirlwind of
productive activity: insight generation,
community building, and making a difference.
New Members: We welcome Centilion, IDverse
and Ubisecure to the MEF community.
MEF CONNECT ID & AUTH Event by the numbers
(this was a huge community effort): an industry
first—introduced organizational identity at an
industry event, 47+ Countries, 38 Speakers, 18
Sessions (+1 VIP Workshop, 1 Reception), 7+
Hours of Content, 54 SME Quotes, 25 Terms, 13
Sponsors, 2 Media Partners, 8 New Members
(and counting), 234 (47% in-person) attended,
408 Registered Participants (with 100%
engagement). You can watch (relive or for the
first time) the session recordings, peruse the
event photos, or read Michael Becker’s recap of
the event. BTW, MEF members can get a Legal
Entity Identifier (LEI) at a discount (Not sure
what this is? Watch the morning sessions). Here
is a HUGE thanks to all participants, speakers,
MEF members, MEF event’s staff, and the
sponsors: Numeracle, XConnect, Netnumber,
Aegis Mobile, ZARIOT, Global Legal Entity
Identifier Foundation, TruSense, Ubisecure,
IDVerse, Provenant, The Campaign Registry,
Telesign, TSG Global.
June PD&I Working Group Meeting: In addition to
an event recap, this month’s meeting had a
guest speaker. Allister Fraser, Digital Identity -
New Business Development at EE (British
Telecom), delivered an engaging 30-minute
presentation about EE’s telco APIs. He discussed
how banks and hospitality players use these APIs
to access telco data. This data helps them
manage risk and streamline customer
experiences. He discussed ways to partner with
EE and emphasized how the UK Tier 1 carriers
(EE/BT, Vodafone, 02, Three) are globally
leading the charge to make carrier data and API
capabilities available to the market. MEF
members can login and watch and the
presentations.
Noteworthy: See Timothy Ruff’s paper The
Dawn of Organizational Identity, we have also
hosted a Telsign sponsored webinar on trust
and data “The Dawn of Systemic Trust
Between Brands and Their Mobile Customers.”
Globally, we witness more and more agerelated
regulation, with well over 100 bills in the
works in the U.S. alone. WEB released a report
“Reimagining Digital ID.” The economy of things
is on the rise, more than 3.3 billion devices will
be independents making transactions by 2023.
What to learn and keep track of these and
other PD&I insights? All MEF members are
welcome to participate in the PD&I working
group, please contact Michael Becker, PD&I
WG Chair, at
mbecker@mobileecosystemforum.com
What’s Next: A few of the PD&I WG members
are working on a whitepaper to explain the ins
and outs of U.S. The Campaign Registry, which
will include an overview of the industry’s efforts
to ensure mobile marketing campaigns are
effective, safe, and secure. We’ve already
started planning for next year’s PD&I
CONNECTS event, and all the activity (reports,
webinars, other programs) we’ll be running
between now and then to ensure it is an
incredible experience.
W O R K I N G G R O U P S | 5 2

May call kicked off the first session in the series of MEF wholesale group calls dedicated on
roaming. Kaleido Intelligence shared some of the latest findings based on a survey that was
discussed during our MEF Global Forum in Barcelona in February this year.
Here is a snapshot of the discussion. More on our member resource page.
Focus of 5G deployments has been on NSA networks. 5G SA networks are also increasingly
being rolled out.
Investment of 5G core will continue to increase leading to greater service customization.
5G consumer adoption quicker than 4G. IoT devices will drive growth in roaming traffic.
5G deployment provides an opportunity to innovate and deliver new use cases
Some operators have experienced delayed in deployment as an outcome of the pandemic
Fondamental challenge to shift to 5G NSA and SA are several: investment in capacity in 5G
core, increased capacity, deployment of VAS, security, etc. Testing remains the main challenge
for operators deploying 5G roaming.
VoLTE roaming is still a key priority for a large majority of players. 5G SA roaming still a long
way away.
Syniverse highlighted the challenges and opportunities they see from an IPX provider perspective.
Please check out the video of the call for more insight.
The MEF team is also getting very busy in the preparation of the MEF Connects Wholesale online
event which will take place on October 10 and 11 this year. Many topics on the agenda to identify
how to secure today's revenues (deep dive into voice authentication, fighting fraud in voice and
business messaging, and looking at industry transformation) and how to prepare for tomorrow (5G
and IoT roaming, CPaaS, tapping into the enterprise business, etc. ). If you would like to take part in
this event as a sponsor or speaker, please reach out to us: suzy@mobileecosystemforum.com
W O R K I N G G R O U P S | 5 3

Market Development
RCS Market Development – goals of the
group are to Develop a coherent framework
for Verification/Security for RCS/Best
Practices/ models for federated sender ID
VA, monitor and support the development of
RCS in the industry and provide an up-todate
view on the progress of RCS and (more
accurately) Rich Business Messaging (RBM).
The core group work of creating a clear
Security/Verification Framework continues
by members and members are continuing to
build a great library of real life use cases. The
topic of RCS came up a lot at MEF
CONNECTS Nordics in Stockholm on June 1st
and indeed earlier in Washington. There is
plenty more work that we as an ecosystem
need to do to make RBM a reality for most
though!
RCS Basic Messages – this new sub-group
launched in February and is gaining real
traction. The idea of Alex Nourouzi from
Dotgo, members are getting together to
discuss and showcase how RBM can be used
very nicely for one-way business messaging
use cases. To date, practically all the
discussion re. RBM has centred around how
great it is for conversational commerce, two
-way communications. The RCS Basic
Messages topic was discussed at MEF
CONNECTS Nordics on June 1st in person
and was covered in detail by MEF at
Messaging & SMS World on June 19th as
well.
RCS Commercial Models – members created
a fantastic document summarising all the
work done in the group to date and very
soon after it was published early November
2022, it rose almost to the top of the 2022
download rankings for the year it was that
popular! The material is freely available for all
to download right here. The group will be
reviewing this version from 2022 and
updating it through the course of the year.
The next meeting date of this sub-group is
TBD but will resume in July A2P Commercial
Models International Businesses – the group
is THE perfect forum in which to discuss the
issue from a global perspective. Discussion is
always robust and the information shared by
members is impactful to say the least. The
topic of internationally originated A2P SMS
comes up the most but members are free
ultimately to discuss ALL channels! Other
topics include definitions and MNOs’ Terms &
Conditions. You’ll find that the areas of
commercial models and fraud transect and
are inextricably linked in so many ways where
A2P Messaging is concerned. There is an
ongoing survey out there so if you haven’t
already had your say, it’s not too late - we’d
appreciate your input right here:
https://bit.ly/3zQCDzw
A2P Commercial Models International
Businesses – the group is THE perfect
forum in which to discuss the issue from a
global perspective. The topic of
internationally originated A2P SMS comes
up the most but members are free
ultimately to discuss ALL channels and
WhatsApp is being discussed more and
more. Other topics include definitions and
MNOs’ Terms & Conditions. The areas of
commercial models and fraud transect
and are inextricably linked in so many
ways where A2P Messaging is concerned.
There is an ongoing survey out there so if
you haven’t already had your say, it’s not
too late - we’d appreciate your input right
here. The next meeting of this group will
be on July 20th where the group will really
get going on putting together a white
paper covering all the relevant issues
around the topic. This will be a great
educational piece from our members
W O R K I N G G R O U P S | 5 4

which will be made available to the whole
ecosystem globally once published. The topic of
commercial models has been discussed
numerous times during MEF events through
June – MEF CONNECTS Nordics, two live
member webinars, Messaging & SMS World and
more!
MEF Business Messaging data As you are
hopefully aware by now, MEF is aiming to
provide neutral and trusted data on the
business messaging market which will be
made available to our membership.
Specifically, we aim to research and produce
traffic volumes and overall spend by each of
200+ markets globally – starting with A2P
SMS. All MEF business messaging data will
only be available to MEF members. It will not
name individual companies, and will not be
marketed or sold externally. To do this,
however, we would appreciate your valuable
insight. Please contact Gavin Patterson for
more information
Fraud & Security
Future of Messaging Fraud & Revenue
Assurance - the A2P Flash Call educational
document which members created late
2022 continues to see strong downloads .
The document has been published here. The
issues of both Artificially Generated and
Inflated Traffic are gaining even more
traction and were a big topic during
Messaging panels at ITW this week too. Work
around securing the SMS channel and
monetising A2P SMS for MNOs is a recurring,
ongoing theme dovetailing with the work
done in the A2P Commercial Models Contact
James for more information about this
group.
Version 2.0 of the Trust in Enterprise
Messaging (TEM) Business SMS Code of
Conduct was published on 14th December
2020 - see here Contact James for more
details if you need them and are
contemplating signing your company up to
the code, joining the now c.50 MEF members
that have already done so. All FoM members
are encouraged to sign it. Some members of
the Fraud & Revenue Assurance (RA) group
expressed their desire to work on a version 3.0
of it during 2023 so join that group if you want
to get involved. Please email Carol if you want
to join the Fraud & RA group.
The Fraud Framework was reframed to
focus on definitions only and separate
deliverables, creating v.3.0. It’s a great
resource, detailing the 14 known types of
SMS fraud. This will be modified and a v.4
created during 2023 to take into account a
new 15th type of SMS fraud identified.
Again this work will be carried out in the
Fraud & RA working group so join that if
interested in taking part! A working party
has been called and a separate sub-group
meetings for this will be set up, to be
project managed by Nicholas Rossman,
working in conjunction with James Williams
Fraud Framework Mitigation - work by a
small sub-group of members on a specific
mitigation document will restart in the next
month or two. Hoping to have this
completed during 2023. Highly likely this
work will be rolled into the same sub-group
working on revising the Fraud Framework
and Business SMS Code of Conduct.
Trusted Messaging: The Trusted Messaging
sub-working group has made significant
progress. Our focus is on identifying and
defining the key components for a
foundational framework. The key
components we have identified so far are:
· Company/Brand/Campaign/Consumer
· Onboarding/Registration
· Transmission/Transport
· Termininating consumer device/Network
· Feedback loop
· Real-Time checking
· National registry interoperability
Our goal is to finalize the framework by December
2023. If you have any questions or would like to be
involved in this sub-working group, please contact Nick
Rossman at nicholas@mobileecosystemforum.com. .
W O R K I N G G R O U P S | 5 5

The deadline to have the Optimising The Customer Experience document finished still
stands. Members are aiming to have this completed and fully published in time for the
next Global Carrier Billing Summit, this time in Amsterdam on September 19th and 20th.
Telecoming has kindly made a contribution to this document which we will review on the
next calls.
We agreed to set up a live repository for DCB use cases similar to the RCS Use Cases.
Get thinking of some use cases and get in early on this idea! This will be a page that we
are constantly adding to so it would be a great bit of press for you all. And there will be
a separate page for those of you in the Payments Anti-fraud world for you to show
your case studies too.
We are looking for SMEs in the Content & Advertising space with expertise to contribute
to MEF's newest project, MEF Education, a tool for members to teach people the basics
about each MEF ecosystem. If you are interested in this branding opportunity for
yourself and your company, make to reach out to ross@mobileecosystemforum.com
and ricardob@mobileecosystemforum.com
W O R K I N G G R O U P S | 5 6

UPCOMING WORKING GROUP MEETINGS
W O R K I N G G R O U P S | 5 7

I N S I G H T S
I N S I G H T S | 5 8

MEF REPORTS
Here is a selection of MEF’s latest reports
I N S I G H T S | 5 9

5 Most Important Enablers for Telcos and
Wholesale Carriers
Chief Revenue Officer & Co-Founder of MEF
Member Enabld Carlos Villanueva shares his top
5 enablers for telcos and wholesale carriers,
exploring CPaaS, Routing solutions, testing tools
and more.
CPaaS, or Communications Platform as a
Service, is a cloud-based technology that allows
businesses to easily integrate various
communication channels such as SMS, voice,
video, and chat into their existing systems. This
allows companies to streamline their
communication processes, increase efficiency,
and improve customer engagement. By
leveraging CPaaS, businesses can easily add
new communication channels and scale their
capabilities as needed, without the need for
expensive and time-consuming infrastructure
investments.
CPaaS is also a powerful enabler that allows
developers to add real-time communication
features and messaging capabilities to their
applications without going above and beyond to
ensure each feature is ready to be deployed
and functional. This is achieved by encapsulating
the Platform with essential tools such as 2 Way
SMS Routing, Testing Tools, Advanced Routing
(LCR, Sender ID Management & Content Based
Routing), Client Enterprise Portal, and Number
Management that do not require extensive
maintenance while still providing the full
spectrum of functionality. This can be beneficial
for wholesale carriers as well, who can use
CPaaS technologies to build custom
communication solutions that meet the specific
needs of their business.
increasing agility, which in turn can be beneficial
for business growth.
2-Way SMS routing
One of the key tools within CPaaS technologies
is 2-Way SMS routing. This refers to the ability
to send, receive and automate text messages
between a business and its customers in realtime
to offer a more convenient and efficient
communication channel. This is accomplished
through the use of SMS gateways, which are
software or hardware solutions that allow
businesses to send and receive SMS messages
using their existing communication
infrastructure.
With 2-Way Routing organizations spanning
from businesses to governments can ensure
that their messages are being delivered at the
right time to the right audience. This can be
relevant for any type of key business,
celebratory or fundraising events, campaigns,
elections, big product updates or any other
occasion you can possibly think of.
For example, 2-Way SMS Routing can help
attendees confirm their presence during a
conference or a similar event. Governmental
institutions are also valued customers, when it
comes to back-to-back SMS exchanges as
they are common during elections for poll
stations confirmations or updates. Not to
mention running campaigns, fundraisers and
drives for NGOs. Whatever the cause may be,
Telcos and wholesale carriers have a job that
needs to be upfront, and 2-Way SMS Routing
plays a vital role as an enabler.
Jumping a bit ahead of ourselves, CPaaS
technologies enable providers by improving their
communication capabilities, reducing costs, and
I N S I G H T S | 6 0

Other use cases for 2-Way SMS routing may
include:
Sending alerts or updates to customers
about their orders;
Responding to inquiries or requests for
information;
Providing customer support and handling
complaints;
Sending marketing messages or promotions.
The 2-way SMS routing tool from Enabld also
helps automate inbound campaigns by
introducing keyword-based responses and rules
turning simple messaging into connected
conversations. Other benefits of our solution
include hassle-free integration with APIs, Web
Interface, and HTTP. In addition, multilingual
support allows for a more seamless
configuration of keywords and sub-keywords,
providing insightful analytics, faster response
times, and the ability to select short and long
codes across multiple countries – whatever the
business needs!
Some potential benefits of 2-Way SMS routing
for Telcos and wholesale carriers include:
1. Widened reachability of the business for
potential customers.
2. Improved customer service, satisfaction and
loyalty.
3. Streamlined and more efficients messaging
processes, that requires less time and
resources to communicate with customers.
4. Greater reach – SMS is a widely used
communication channel, which means that 2-
Way SMS routing allows Telcos and
wholesale carriers to reach a large number
of customers quickly and easily.
Advanced Routing
Advanced Routing and Least Cost Routing (LCR)
are two different approaches that carriers can
use to route SMS messages. The main
differences between the two include:
Efficiency: Advanced Routing may be more
efficient than LCR, as it takes into account
a wider range of factors when determining
the best route for a message.
Quality: Least Cost Routing may prioritize
cost over quality leading to lower delivery
rates compared to Advanced Routing.
Cost: Advanced Routing may be more
expensive than LCR, as it involves the use
of more sophisticated tools and algorithms.
Advanced SMS routing refers to the use of
sophisticated routing algorithms and tools to
determine the most efficient and costeffective
way to route messages. This can
involve taking into account factors such as
network coverage, message volume, and
message type, among others.
By using the advanced routing feature of the
Enabld Communication Platform, our
customers can also benefit from sender ID
and content-based Routing. This tool allows to
use the content of the message as the main
factor for determining the optimum delivery
route, ensuring that the correct message is
being delivered at all times.
Some examples of how Telcos and wholesale
carriers might use advanced SMS routing
include:
Routing high-priority messages through the
most reliable networks to ensure timely
delivery;
Using routing algorithms to optimize the
delivery of messages based on network
conditions and message volume.
Least Cost Routing, on the other hand, involves
routing SMS messages through the network or
provider that offers the best cost per
message. This is typically done in order to
minimize expenses and maximize profits.
Some examples of how Telcos and wholesale
carriers might use Least Cost SMS routing
include:
I N S I G H T S | 6 1

Routing normal and low-priority messages
through the most cost-efficient provider;
Using routing algorithms to minimize costs by
selecting the least expensive route for each
message.
Overall, advanced SMS routing and least cost
SMS routing are two different approaches that
Telcos and wholesale carriers can use to route
SMS messages, with different trade-offs in
terms of cost, efficiency, and quality.
Delivery testing tools
Delivery testing tools allow Enabld users to test
and optimize the delivery of SMS messages
early on. These tools are beneficial for Telcos
and wholesale carriers in a number of ways, but
mostly to ensure that SMS messages are
delivered accurately and in a timely manner.
Some examples of how Telcos and wholesale
carriers might use SMS delivery testing tools
include:
Testing the delivery of SMS messages to
different networks or regions to identify any
issues that may be impacting delivery.
Identifying and fixing issues related to
message formatting or encoding that may
be impacting the quality of SMS delivery.
Using analytics and reporting tools to track
the delivery of SMS messages and identify
any trends or patterns that may be affecting
delivery rates.
For example, the notifications can be returned
undeliverable due to the route setting not
matching your message or gray routes that are
unreliable and cannot guarantee high delivery
rates. These are just a few most common
reasons that can easily be determined by using
Enabld testing tools. More complex delivery
issues would include fake delivery reports from
unreliable providers which lead to more
expenses and skewed campaign data.
Our customers can detect these issues early
and proactively respond – whether by tweaking
or relaunching campaigns or considering moving
to more trustworthy partners.
Some potential benefits of SMS delivery
testing tools for Telcos and wholesale carriers
include:
1. Improved overall delivery rates driving
growth in customer satisfaction and loyalty;
2. Enhanced delivery quality backed by
catching issues with message formatting or
encoding early;
3. Increased efficiency with reduced time and
resources required to troubleshoot and
resolve delivery issues.
4. Greater reach supported by increased
overall delivery accuracy allowing Telcos
and carriers to reach a larger audience and
potentially increase customer base.
With a testing tool enabler, you can send your
messages to multiple supplier routes ensuring
the messages are delivered correctly. For
example, you can identify Fake DLRs, Sender
IDs, Content, SMSC, PDU, UDH, latency, delivery
to ported numbers, and more by sending test
messages to real, local numbers.
Client Enterprise Portal
The Client Enterprise Portal is explicitly tailored
for the clients. The portal is especially present
to help make accessibility easier. The portal
allows self-management, visibility on traffic,
invoicing, buy services, Campaign
management, and Inbox – a convenient, whitelabeled
tool for enterprises willing to reach out
to their clients via flexibly defined
communication channels.
Enterprise Portal enables the user to carry out
SMS marketing campaigns – that is, bulk
mailouts of messages to a predefined list of
subscribers. Additionally, it allows sending SMS
from third-party applications and websites
(for example, confirmation codes and other
notifications).
I N S I G H T S | 6 2

For example, as a Telco or wholesale carrier, we
provide services for your business that help
regulate operations inside the company. It
manages all processes, integrating information
and managing employees’ availability, enhancing
customer relationship management, content
management, time tracking, order tracking, data
analysis, accounting, database, product lifecycle,
and supply chain management.
Numbers Management
Cloud numbers management refers to the ability
to control the use of phone numbers within a
cloud-based communication platform, such as a
CPaaS application. Some of the main benefits
Number Management can bring include:
1. Increased flexibility: quickly and easily add or
remove phone numbers as needed, without
the need to invest in additional hardware or
infrastructure. This can help Telcos and
wholesale carriers respond more quickly to
changing customer needs or market
conditions.
2. Improved efficiency: track and manage
phone numbers more easily, resulting in
more streamlined communication processes
and reduced costs.
3. Enhanced security: ensure that phone
numbers are being used appropriately and
securely, which can be important for
maintaining customer trust and protecting
their business.
4. Greater control: Telcos and carriers can have
greater control over their phone numbers,
including the ability to set usage limits or
block certain numbers as needed.
Enabld provides an advanced web portal and
APIs for Telcos and wholesale carriers to
manage, set up and configure Cloud Numbers
right from the application. In turn, the carriers
can offer a strong management system with a
diversified range of actions to their respective
clients:
The numbers ordering and purchasing
process;
Setting of addresses;
Assign the connections to phone numbers;
Know how the voice and SMS traffic will be
routed;
Place the porting number request from
one network to another;
Detailed report of outgoing and incoming
calls and SMS from/to purchase phone
numbers by the client.
Sender ID approval and management
Conclusion
Enabld is the perfect choice for Telcos and
Wholesales Carriers looking to diversify their
communication channels and generate new
revenue streams. With our CPaaS technologies
Telcos and Carriers can benefit from:
1. Increased agility: quickly and easily add new
communication features to their
applications without the need for complex
infrastructure or in-house expertise. This
can allow them to respond more quickly to
changing market conditions and customer
needs.
2. Less expenses: reduce IT costs by
eliminating the need to maintain and
update their own communication
infrastructure. This can also help them
reduce their overall operational costs by
streamlining their communication
processes.
3. Increased scalability: scale their
communication capabilities up or down as
needed, without the need to invest in
additional hardware or infrastructure.
4. Improved customer experience: offer their
customers a more personalized and
seamless experience.
Whether your use cases are simple, like automating text
message reminders or complex, like a fully seamless
integration, compatible with existing systems, Enabld will
bring the best options to you and your customers.
I N S I G H T S | 6 3

Organizational Identity: Combating Fraud
and Building Trust in the Telecom Industry
Founder and CEO of MEF Member Numeracle,
Rebekah Johnson shares an overview of her
presentation at the recent MEF CONNECTS
Personal Data: ID & AUTH and outlines the
thinking behind “organizational identity” or “Entity
Identity”…
In the dynamic landscape of the telecom
industry, the concept of organizational identity,
which Numeracle has pioneered as “Entity
Identity,” is gaining prominence.
With the increasing threat of fraud dissolving
trust in communications, businesses are
recognizing the importance of establishing the
concept of “identity” for entities and
organizations rather than solely focusing on
individual consumer identities alone.
The role of organizational identity in preventing,
identifying, and stopping fraud while
simultaneously enhancing trust in
communications is more than significant; it’s
necessary.
The telecom industry is a vital component of our
interconnected world, facilitating communication
and enabling businesses to thrive. However,
alongside its exponential growth, the industry
has also witnessed a rise in fraudulent calling
activities. From illegal robocalls to caller ID and
brand spoofing, bad actors exploit vulnerabilities,
eroding trust in telecommunications and
defrauding consumers.
To address these challenges, Numeracle has
emerged as a trailblazer, championing the
adoption of Organizational or Entity Identity
Management (EIM). By establishing clear and
verifiable organizational identities through a
verified Know Your Customer (KYC) policy,
businesses can effectively prevent, detect, and
stop fraud.
This proactive approach not only safeguards
consumers but also protects the reputation
and integrity of legitimate organizations. It
enables businesses to differentiate
themselves from fraudulent actors, reinforcing
their commitment to consumer protection.
Looking beyond the increased trust
established on the business side, the adoption
of organizational identity will pave the way for
the increased importance of personal identity
as well. Verified organizations connecting with
verified individuals can create a powerful
system that eliminates fraud from both sides.
Combating fraud becomes a two-way effort,
reducing the instances of consumers
interacting with illegitimate businesses and
protecting businesses from impersonation
scams. There is an exciting move toward
decentralized identity solutions that leverage
blockchain technology, allowing users to control
their data and choose whom to share it with.
While this shift necessitates Communications
Service Providers (CSPs) to invest in new
technologies and infrastructure, they must also
re-evaluate their business models to adapt to
the changing landscape. Additionally, users will
benefit from greater control over their
personal data but may need to adjust to new
methods of accessing services. Regulators, too,
must keep pace to ensure adequate
addressing of data privacy and security
concerns.
I N S I G H T S | 6 4

In this changing landscape, striking a balance
between user privacy, security, and easy access
to services becomes crucial. CSPs will need to
find new ways to balance user privacy and
security with the convenience of providing easy
access to services, and the need for businesses
to establish and leverage digital entity identities
will become unavoidable.
Organizational Identity is a critical concept in the
mobile and telecom industry, and the challenges
that arise from its growing complexity cannot be
ignored. The industry is evolving, and
stakeholders must adapt to new challenges and
opportunities to stay competitive and provide
value to their customers.
Our team of experts is available to offer
personalized recommendations via one-onone
free consultations of your current dialing
landscape. This comes free of charge, and if
we can’t help you personally, we’ll guide you in
the right direction. Contact us today to
schedule a free assessment of your outbound
calling strategies!
REBEKAH JOHNSON
NUMERACLE FOUNDER & CEO
I N S I G H T S | 6 5

From Smart to Dumb: The Surprising Rise
of “Dumb” Phones Among Millennials
Senior Marketing Manager at Dynamic Mobile
Billing Aleksander Piulski dives into the
recently observed phenomenon of increasing
desire for “dumb” phones among millennials,
and explores how carrier billing is helping to
drive the trend.
A recent LinkedIn post by the World Economic
Forum announced that “dumb” phone sales are
on the rise in the US, and the post has
generated an impressive 13,000 reactions on
LinkedIn. The high level of engagement from the
audience is clear, with one individual
commenting, “I’d love to convert to a ‘dumb’
phone…”.
Business Insider, another large publisher, also
released an article that further solidified the fact
that “dumb” phones are truly gaining popularity.
But what’s driving this trend? According to many
sources, including Business Insider, it’s due to
younger generations trying to minimize their
screen time.
Popularised in recent years, screen time refers
to the amount of time someone spends using
electronic devices such as smartphones, tablets,
laptops, televisions, and gaming consoles. It is a
measure of the duration of time that an
individual interacts with a screen, whether for
work or leisure activities. It has become a
popular topic in recent years due to concerns
about the potential negative effects of
excessive screen time, particularly on children’s
and young people’s development and well-being.
Some non-profit organizations go as far as
encouraging younger people to switch to flip
phones altogether.
In the world of business, on the other hand,
entrepreneurs have already identified this as a
potential market. We have spoken to some of
our mobile phone experts, and they
commented that people who would want to
switch to a low-tech phone do not have many
options available to them. Older phones may
be unreliable, and new phones that are ‘dumb’
are too focused on their cost as a unique
selling point rather than an audience trying to
minimize screen time. Making them not really fit
for purpose.
No wonder why then, Joe Hollier, co-founder
of Light, the company that created the first
“light” phone, which raised over $400,000 on
Kickstarter in 2015 and attracted over 3,000
backers. In an interview with CNBC Joe
commented, “What we’re trying to do with the
Light phone isn’t to create a dumb phone but
to create a more intentional phone—a
premium, minimal phone—which isn’t inherently
anti-technology.”
This new phone technology comes at the right
time, especially for the UK market. In an article
published by the BBC, it is said that The UK will
phase out 2G and 3G mobile services by 2033.
The switch-off date has been agreed with
mobile-network operators Vodafone, EE, Virgin
Media, O2, and Three. This means that many
users of older phones may encounter that
their device does not support the 4G
technology.
I N S I G H T S | 6 6

The Guardian writes that there are between 2
million and 3 million people using 3G handsets
across all UK mobile networks, all of which will be
left unable to use their mobile data. Additionally,
articles have been popping up describing the
future gap in digital accessibility and inclusivity.
One study suggests that as many as 51% of UK
consumers are unaware of 3G switch-off at all.
The new smart dumb phones may be the
answer to both generations of users.
With the younger consumer base seeking ways
to minimize screen time and businesses working
to develop new “dumb” phones to meet the
needs of the growing market and adapt to the
changing telecommunications landscape and
exponential technological growth, we see a great
opportunity for carrier billing payment
technology.
According to Statista, carrier billing is a popular
method to pay for digital purchases via mobile.
In April 2020, the average revenue per paying
user (ARPPU) with carrier billing in the Middle
East and Africa amounted to 14.9 U.S. dollars.
This statistic reinforces the potential for carrier
billing in the emerging market of low-tech
smartphones as it can work on any phone with a
sim card, making it the best option for the reemergence
of simpler phone technology.
Simpler phones cannot support payment
methods like Apple Pay or Google Pay, meaning
consumers will be left without a convenient way
to pay for services and digital goods. Carrier
billing is the perfect answer to the problem.
The re-introduction of dumb phones into the
market, may not only provide the ability for older
users to access a stepping stone on the new
digital path but simultaneously offer younger
users the escape from an ever more addictive
screen. Will the market react positively to the
new phones is the question on everyone’s mind
but one thing is for sure, whatever the future
holds, carrier billing will always be the link
between simpler phones and payment
capability.
ALEKSANDER PIULSKI
DYNAMIC MOBILE BILLING
SENIOR MARKETING MANAGER
I N S I G H T S | 6 7

In Memory of Matt Ingold
On the 24th of May 2023, Matt Ingold passed
away. A member of the Sekura Mobile
Intelligence team, and previously at
Cisco/IMIMobile, Matt was widely known in the
MEF community.
The Mobile Ecosystem Forum is an association
of companies and professionals: we build new
partnerships and enrich existing relationships. In
this instance, we share the bad news for all that
might have met Matt in our circle. We have
asked Jason Lunn from Cisco/IMIMobile to share
some words on Matt’s life and what has been
set up to support Matt’s family after his
unexpected passing.
Our world is so full of communication and
something that is so close to our businesses and
lives everyday, it came as a massive shock to
many, including myself that we all lost one who
was so close.
It’s only been a couple of days and I realise how
hard this is for many, but nothing compared to
his partner Chloe and children, where our
thoughts are focused at this time.
For those of you who are unaware this person
joined my team initially nearly 9 years ago,
straight out of the forces.
His passion was always there and it’s going to
be very difficult for sometime for us without
those fun get togethers (cough meetings).
Our thoughts are with Chloe, Ava & Ralph, plus
all of his family and friends at this time. We
understand there is no easy way to replace
him, but we can support his direct family, so
please follow the link below to the JustGiving
page.
Once we have more information to share, we’ll
let everyone know.
In the meantime our deepest sympathies,
Jason & the Lunn family, plus all those of us
who will miss you Matt.
JASON LUNN
GLOBAL CONNECTIVITY, CPAAS CISCO
Before he joined it was obvious his passion and
enthusiasm was going to be so powerful in his
future success, loving learning and improving our
ecosystem over several years.
He progressed quickly and learnt in other roles,
and after a short time away, rejoined the
Infracast/IMImobile team, before more recently
being with Mark Harvey & Sekura team.
I N S I G H T S | 6 8

Mobile Industry Leaders’ Top Tips for
Detecting and Averting Fraud
In the recent MEF Webinar, CEO Dario Betti is
joined by two leaders in phone number
intelligence and mobile identity, who take a deep
dive into the current state of fraud, how it harms
the global communications ecosystem — and
how phone number intelligence data can unlock
new protective potential.
The fear of fraud across our mobile ecosystem
is a major driver of innovation, and everyone is
always looking for new ways to drive out bad
actors and protect users from phishing, spoofing
and more. In fact, the demand for advanced
fraud protection has never been more acute,
but as the communications landscape grows
more sophisticated, so do the scammers and
their techniques.
So, what’s the solution to ensuring everyone in
the mobile ecosystem can be adequately vetted,
their messages can be verified and the impacts
of malicious actions can be mitigated?
To answer questions like these, MEF’s recent
webinar, “Building an Intelligent, Data-Based
Fraud Protection Ecosystem in an Evolving
Mobile Landscape,” brought together industry
luminaries from netnumber Global Data Services
and Sekura Mobile.
As far as the importance of secure, reliable
communications goes, Bradley Greer, Senior
Director of Data Solutions & Partnerships at
netnumber Global Data Services notes, “People
expect on-demand services, and communication
is at the root of all of that.” He references how
users expect a text when they get a package
delivered, notifications when bank funds are
transferred and so on.
This undercurrent of immediacy directly
translates into the discussions about solving
fraud.
If data is key to verifying and vetting phone
communications it needs to be available
immediately so that those communications
can be uninterrupted. Furthermore, Greer
adds a comment on how companies
specializing in cybersecurity and threat
intelligence tell us that we only hear about 20%
of the personal data that truly gets exposed —
making it clear why the pursuit of optimized
protection is key.
Still, as Keiron Dalton, Chief Product Officer at
Sekura Mobile advises, the face of fraud is
shifting, and the way we combat bad actors
must shift as well. So, what is really being used
in the battle against fraud? Dalton notes,
“Where you’ve got to get clever is utilizing the
information you have…around the mobile
phone.”
Looking at that information and harnessing its
insights is how both netnumber Global Data
Services and Sekura Mobile serve the greater
mobile landscape. With intelligent insights into
the data of each mobile user, phone number
histories and beyond, MSOs, CSPs and more
can make more educated decisions and
protocols based on real verification and
vetting.
In essence: The right data sheds light on the
dark underbelly of fraud, putting the providers
and users back into a position of power.
Of course, the conversation continues by
digging into more specific use cases, solutions
and tips for leveraging data in the pursuit of
trust and identity protection. Highlights include
tips on how to avoid ‘one-size-fits-all’ pitfalls
when implementing solutions, how to
communicate with and bring end users into the
anti-fraud equation, and more.
Don’t miss these actionable insights from
industry leaders — check out the full webinar
here.
I N S I G H T S | 6 9

I N I T I A T I V E S
I N I T I A T I V E S | 7 0

Anti-Smishing – SMS Protection Registries
MEF and its members are actively supporting the ecosystem with key
initiatives to develop the market, free it from fraud, and support for superior
long term customer experience. Let the MEF team know if you would like to
join some of these activities.
General
Recent scams include; scams that include a
CTA to call a virtual long number, Energy Bills
Support Scheme, ‘Mum & Dad’ and fast track
passport scam campaigns - which have
emerged as a result of the UK Passport
Office strike
UK Registry UK – 38
merchants, 175 brands/subbrands
7726/Single-click reporting – MEF data
feed terminated end of April – but
discussions progressing well with UK
MNOs to establish direct feeds along
similar lines to NCSC, ICO etc
NCSC – partnership & development –
good progress with a number of work
strands. NCSC identified new Gov
agencies/merchants to add to the
Registry under NCSC sponsorship.
A UK MNO and a number of large
aggregators are implementing increased
restrictions on supported character sets
and rules on allowable Sender IDs – this
will reduce fraudsters ability to spoof
brands with SIDs containing special
characters.
Ongoing discussions with potential new
Registry merchants.
Ireland Registry 10 merchants
The Ireland Registry has been running for 2
years now and we are about to enter year
3. Most merchants renewal comes up in
July. Aside from some
consolidation/merger in the Irish banking
business we anticipate most merchants to
renew
Ongoing discussions with potential new
aggregators/merchants underway
Spanish Registry 13 Merchants
Spain funding committee meeting held
June 8th. The meeting was well attended
by all merchants and updates were
provided regarding engagement &
development
Working with all parties to investigate
increased merchant participation
Ongoing discussions with potential new
aggregators/merchants underway
Other Territories
Progressing discussions/opportunities for
new Registries in number of territories inc,
Australia, Europe & Middle East
I N I T I A T I V E S | 7 1

As highlighted in the recent member update, to stimulate action by MEF
Members, a series of web-based sustainability sessions were organized last
year and are being continued in 2023 and beyond. In this way MEF hopes to
contribute positively to stimulate CO₂ reductions by you, our Members.
July 6th, 2023: MEF Climate Education
Webinar with guest speaker from
Climeworks
We are pleased to be hosting a webinar in
July dedicated to Climate Education. David
Zorn, Head of Strategic Partnerships for
Telco at Climeworks will provide a recap of
the Direct Air Summit, including an
introduction to climate leadership and the
role of carbon removal in your NetZero
strategy. Register here: The Role of Carbon
Removal in Your Net Zero Strategy
Since 2020, the Climeworks Direct Air
Capture Summit has been a unique platform
that brings together the carbon removal
industry’s key players. Featuring technology,
business, climate science and policy experts,
the full-day event aims to spark insightful
discussions and inspire new partnerships to
fulfil the potential of direct air capture and
carbon removal in the fight against global
warming. The 2023 Summit took place on the
6th of June and members had free access.
MEF Climate Program (free for MEF
Members)
In Q3 MEF is planning to kick off the MEF
Climate Program, which like the MEF Climate
Guide, aims to raise awareness and inspire
MEF members to create their own Climate
2030 Action Plan.
MEF Climate Master Class (free for MEF
Members)
Those MEF members who successfully
complete the MEF Climate Program can
participate in the MEF Climate Masterclass,
which aims to be an interactive session helping
MEF Members draft their own Climate 2030
Action Plan by the end of 2023!
Sustainability Award
This year MEF introduced the MEFFYS Award
for Sustainability, which was judged by a panel
of four industry experts (including Pandas,
Qualcomm and ChapterZeroBrussels). It is
fantastic to see how much is being done by
Vodafone with their “Device Lifecycle Program”
and others to make the mobile ecosystem
more sustainable. We hope these awards will
encourage even more companies to strive for
both innovation and sustainability in the future.
Images from the award ceremony can be seen
here: MEFFYS 2023 – in pictures
This is a great opportunity for MEF Members
to showcase products and solutions helping
the industry achieve the 2030 emission
reduction targets. To stimulate industry wide
participation the scoring criteria will be
announced in December. A jury of industry
experts will evaluate all entries in January
2024, prior to MWC Barcelona.
I N I T I A T I V E S | 7 2

MEF Climate Guide for SME’s
The MEF Climate Guide was launched in early
2023 and aims to be a useful document for
MEF Members, who would like to start with
their action plan to reduce CO₂ emissions.
The guide is based on information from many
reports, websites and industry guidelines and
aims to be the condensed version of climate
frameworks, studies and papers to thus
enable MEF SMEs to easily digest all the
relevant information and implement it faster.
Via references and links, MEF Members are
empowered to make their own transition
towards a Net Zero future. The MEF Climate
Guide can be downloaded here: MEF Climate
Guide
I N I T I A T I V E S | 7 3

ABOUT MEF
Mobile Ecosystem Forum is a not-for-profit
global trade body that acts as an impartial
and authoritative champion for addressing
issues affecting the broadening mobile
ecosystem. We provide our Members with
a global and cross-sector platform for
networking, collaboration and advancing
industry solutions. The goal is to accelerate
the growth of a sustainable mobile
ecosystem that delivers trusted services
worldwide. Established in 2000 and
headquartered in the UK, MEF’s Members
are active across Africa, Asia, Europe,
Middle East, North and Latin America.
MEF provides a community that offers
Insight (reports, surveys, market guidance);
Interaction (events, networking, visibility)
and Impact (advocacy, code of conducts,
industry initiatives).
To join the MEF community please email:
admin@mobileecosystemforum.com.
Contact Sam if you’d like to contribute an
article.
If you would like to explore the range of
MEF Member sponsorship opportunities
available at any MEF Connects then please
contact Susan.
Follow us on LinkedIn, register for the
member area and subscribe to MEF’s
newsletters to keep up to date with MEF
activities throughout the month.
A B O U T M E F | 7 4

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